With Mat Woods, Chief Executive, Destination Queenstown, New Zealand
Queenstown, New Zealand has been known for its pioneering spirit and world’s firsts from bungie jumping and commercial jet boating to tandem sky diving and paragliding. Now Queenstown is leading the way in regenerative tourism, with the goal of ensuring tourism is regenerative and resilient, delivering benefits environmentally, socially, culturally and economically, enriching the lives of the people who live here and the people who visit. Queenstown developed its destination management plan “Travel to a Thriving Future” over the pandemic years, through extensive engagement with its community and creating the audacious goal of a carbon zero visitor economy by 2030, for everyone to rally around.
At the Mountain Towns 2030 Conference, Mat Woods, Chief Executive of Destination Queenstown, shared the inspiring story of Queenstown, New Zealand’s audacious plan to achieve a carbon zero visitor economy by 2030. Known globally as the birthplace of adventure tourism, Queenstown is leveraging its innovative spirit to lead the charge in regenerative tourism, emphasizing sustainability, community well-being, and economic resilience.
The Ambitious Goal: A Carbon Zero Visitor Economy by 2030
Mat introduced Queenstown’s Destination Management Plan (DMP), titled “Travel to a Thriving Future,” which was developed during the pandemic years through extensive community engagement. This plan sets the ambitious goal of achieving a carbon zero visitor economy by 2030, driven by four key well-being pillars:
- Environmental: Reducing emissions and restoring ecosystems.
- Social: Enhancing the quality of life for residents.
- Cultural: Celebrating and preserving Māori heritage.
- Economic: Creating a resilient, diversified economy.
This transformative vision centers on regenerative tourism, moving beyond sustainability to improve the environment, community, and visitor experience.
Why Regenerative Tourism?
Mat emphasized that sustainability is no longer enough. “We’ve lost the opportunity to be sustainable,” he said, “and now we have to leapfrog into being regenerative.”
Regenerative tourism in Queenstown is about balancing the needs of the environment, community, and visitors. The district hosts 3 million annual visitors, placing immense pressure on its infrastructure and natural resources. With 33% of jobs tied to tourism, Queenstown must innovate to ensure tourism enhances, rather than harms, the region.
Key Strategies for Achieving Carbon Zero Tourism
1. Decarbonization at the Core
The cornerstone of Queenstown’s regenerative approach is decarbonization. From measuring scope 1, 2, and 3 emissions to encouraging innovative solutions like electric jetboats and electric buses, Queenstown is driving systemic change.
Mat shared how community feedback during the DMP’s creation highlighted the urgency of decarbonization, prompting bold commitments from local businesses and government.
2. Community Engagement
The DMP was shaped through extensive dialogue with residents and businesses, asking:
- What do you love about Queenstown?
- What do you treasure?
- What would you like to see for future generations?
Over 1,800 pieces of detailed feedback influenced the plan, with decarbonization emerging as the top priority.
3. Innovative Projects
Queenstown is implementing projects that reflect its pioneering ethos:
- Electric Jetboats: Showcasing innovation in adventure tourism.
- Hot Compost Systems: Transforming food waste from 20 hotels into nutrient-rich compost, demonstrating circular economy principles.
- Wōosh Gondola System: A fully electric gondola network reducing congestion and emissions.
These initiatives highlight the economic advantages of sustainability, making decarbonization appealing to businesses and residents alike.
Challenges and Opportunities
Queenstown faces significant challenges, including:
- Visitor Mix: Balancing international and domestic tourism to mitigate environmental impacts.
- Housing Affordability: Managing skyrocketing property prices, with the average home costing NZD $1.7 million.
- Political and Economic Pressures: Navigating a pro-growth national government while advancing regenerative goals.
However, the community’s shared commitment and innovative spirit offer reasons for optimism. For example, a local ski operator reduced emissions by 51% in one year, setting a powerful precedent for others.
Lessons for Other Mountain Towns
Mat’s presentation offered valuable insights for communities aiming to adopt regenerative tourism:
- Set Ambitious Goals: A clear, bold target like “carbon zero by 2030” rallies stakeholders and accelerates progress.
- Engage Stakeholders: Community buy-in is critical. Involve residents, businesses, and indigenous groups in decision-making.
- Highlight Economic Benefits: Frame decarbonization as an economic opportunity, not just an environmental necessity.
- Foster Collaboration: Work across sectors and geographies to share resources and amplify impact.
A Challenge for All
Mat ended his presentation with a powerful question: “Knowing what you know now, where do you have the most influence to create change?”Queenstown’s journey demonstrates that even small communities can lead transformative global movements. By embracing regenerative tourism, Queenstown is creating a model for how destinations can thrive in harmony with the planet. As Mat said, “If we can do it, so can you.”
